INFORMATION TECHNOLOGIES IN MARKETING ACTIVITY
Abstract
The purpose of the article is to determine the main approaches to the recommended use of information technologies in the marketing activities of enterprises, to determine their features, to understand the essence and significance, to focus on the effectiveness of their use for the implementation of marketing activities in the conditions of the global crisis of the modern environment in order to achieve effective business indicators. Conducting research and solving the goals and tasks set in the article is implemented with the help of appropriate general scientific, special research methods: comparative analysis and synthesis, systematization, grouping, logical generalization, interpretation and adaptation. An analysis of theoretical and practical developments in the application of information technologies in marketing for use in various branches of economic activity has been carried out. The article discusses information technologies in marketing activities. The concept of information technologies, their main properties and purpose of application are defined, the means of information technologies are considered. The classification of information technologies was carried out and the main classes used in marketing activities were considered. An overview of Expert Marketing, Project Expert professional programs was conducted. The list of the main data visualization tools Google Data Studio, Tableau, Power BI is analyzed, their characteristics and functionalities are provided. Artificial intelligence is considered as a promising direction for marketing activities. Enterprises are suggested to integrate artificial intelligence, which, thanks to special tools, can affect business success. A conclusion was made about the expediency of the active use of information technologies and their newest directions in relation to their implementation in the activities of enterprises, as this will help to effectively and rationally support business processes, to quickly solve the tasks in order to ensure competitiveness in the modern conditions of conducting marketing activities.
References
Шаповал О.Ф., Коннова Л.О. Інформаційні системи у маркетингу: Конспект лекцій для студентів напряму 6030507 «Маркетинг» усіх форм навч. Київ : НУХТ, 2010. 90 с. URL: https://dspace.nuft.edu.ua/jspui/bitstream/123456789/1893/1/Marketing%20Information%20Systems.pdf
Карпова С.В. Інформаційні технології в маркетингу. URL: https://stud.com.ua/33760/informatika/informatsiyni_tehnologiyi_v_marketingu
Оксанич А.П., Петренко В.Р., Костенко О.П. Інформаційні системи і технології маркетингу. Київ : «Видавничий дім «Професіонал», 2018. 320 с.
Риндюк Д.В., Пешко В.А. Інформаційні технології : навчальний посібник. Київ : КПІ ім. Ігоря Сікорського, 2022. 180 с. URL: https://ela.kpi.ua/bitstream/123456789/48471/1/Informatsiini_tekhnolohii_lektsii
Kietzmann J. P., Emily J. T. Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research, vol. 58, 2018, pp. 263–267.
Wirth N. Hello marketing, what canartificial in telligence help you with. International Journal of Market Research, vol. 60 (5), pp. 435–443.
Rekha M., Asharaf S. Artificial Intelligence Marketing: Anapplication of a novel Lightly Trained Support Vector Data Description. Journal of Information and Optimization Sciences, vol. 37(5), pp. 681–691.
Використання інформаційних технологій у маркетингу. URL: https://pidru4niki.com/82326/marketing/vikoristannya_informatsiynih_tehnologiy_marketingu
Лужаниця Н.Д., Костинець Ю.В. Використання сучасних інформаційних комп‘ютерних технологій, як головна умова прийняття ефективних маркетингових рішень. Актуальні проблеми економіки. 2020. №11 (232). С. 81–87. URL: https://eco-science.net/wp-content/uploads/2020/12/11.20._topic_Lujanitsa-N.D.-Kostynets-Iu.V.81-87.pdf
Система фінансового моделювання та аналізу Project Expert. URL: https://westudents.com.ua/glavy/46741-144-sistema-fnansovogo-modelyuvannya-ta-analzu-Project-Expert.html
Проскурніна Н. Штучний інтелект у маркетинговій діяльності. Зовнішня торгівля: економіка, фінанси, право. 2020. № 4. С. 129–140. URL: http://nbuv.gov.ua/UJRN/uazt_2020_4_11
Стеблюк Н.Ф., Копєйкіна Є.В. Технології штучного інтелекту в маркетингу. Приазовський економічний вісник. 2019. № 3 (14). С. 462–466. URL: http://pev.kpu.zp.ua/journals/2019/3_14_uk/79.pdf
Штучний інтелект у маркетингу: переваги і приклади використання. URL: https://web-promo.ua/ua/blog/shtuchnij-intelekt-u-marketingu-perevagi-i-prikladi-vikoristannya/
Shapoval O.F., Konnova L.O. (2010) Informatsiyni systemy u marketynhu: Konspekt lektsiy dlya studentiv naprmu 6030507 «Marketynh» usikh form navch. [Information systems in marketing: Synopsis of lectures for students of class 6030507 "Marketing" of all forms of education]. Kyiv: NUHT, 90 p. Available at: https://dspace.nuft.edu.ua/jspui/bitstream/123456789/1893/1/Marketing%20Information%20Systems.pdf [in Ukrainian]
Karpova S.V. Informatsiyni tekhnolohiyi v marketynhu [Information technologies in marketing]. Available at: https://stud.com.ua/33760/informatika/informatsiyni_tehnologiyi_v_marketingu
Oksanych A.P., Petrenko V.R., Kostenko O.P. (2018) Informatsiyni systemy i tekhnolohiyi marketynhu [Information systems and marketing technologies]. Kyiv: «Professional» publishing house, 320 p. [in Ukrainian]
Ryndyuk D.V., Peshko V.A. (2022) Informatsiyni tekhnolohiyi: navchalʹnyy posibnyk [Information technologies: a study guide]. Kyiv: KPI im. Ihorya Sikorskoho, 180 p. Available at: https://ela.kpi.ua/bitstream/123456789/48471/1/Informatsiini_tekhnolohii_lektsii [in Ukrainian]
Kietzmann J.P., Emily J.T. (2018) Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research, vol. 58, pp. 263–267.
Wirth N. Hello marketing, what canartificial in intelligence help you with. International Journal of Market Research, vol. 60 (5), pp. 435–443.
Rekha M., Asharaf S. Artificial Intelligence Marketing: An Application of a Novel Lightly Trained Support Vector Data Description. Journal of Information and Optimization Sciences, vol. 37(5), pp. 681–691.
Vykorystannya informatsiynykh tekhnolohiy u marketynhu [Use of information technologies in marketing]. Available at: https://pidru4niki.com/82326/marketing/vikoristannya_informatsiynih_tehnologiy_marketingu
Luzhanytsia N.D., Kostinets Yu.V. (2020) Vykorystannya suchasnykh informatsiynykh kompyuternykh tekhnolohiy, yak holovna umova pryynyattya efektyvnykh marketynhovykh rishen [The use of modern informational computer technologies as the main condition for making effective marketing decisions]. Aktualʹni problemy ekonomiky. – Actual problems of the economy, vol. 11 (232), pp. 81–87. Available at: https://eco-science.net/wp-content/uploads/2020/12/11.20._topic_Lujanitsa-N.D.-Kostynets-Iu.V.81-87.pdf [in Ukrainian]
Systema finansovoho modelyuvannya ta analizu Project Expert [Project Expert financial modeling and analysis system]. Available at: https://westudents.com.ua/glavy/46741-144-sistema-fnansovogo-modelyuvannya-ta-analzu-Project-Expert.html
Proskurnina N. (2020) Shtuchnyy intelekt u marketynhoviy diyalʹnosti [Artificial intelligence in marketing activity]. Zovnishnya torhivlya: ekonomika, finansy, pravo. – Foreign trade: economy, finance, law, vol. 4, pp. 129–140. Available at: http://nbuv.gov.ua/UJRN/uazt_2020_4_11 [in Ukrainian]
Stebluk N.F., Kopeykina E.V. (2019) Tekhnolohiyi shtuchnoho intelektu v marketynhu [Artificial intelligence technologies in marketing]. Pryazovskyy ekonomichnyy visnyk. – Pryazovsky Economic Bulletin, vol. 3 (14), pp. 462–466. Available at: http://pev.kpu.zp.ua/journals/2019/3_14_uk/79.pdf [in Ukrainian]
Shtuchnyy intelekt u marketynhu: perevahy i pryklady vykorystannya [Artificial intelligence in marketing: advantages and examples of use]. Available at: https://web-promo.ua/ua/blog/shtuchnij-intelekt-u-marketingu-perevagi-i-prikladi-vikoristannya/
This work is licensed under a Creative Commons Attribution 4.0 International License.
